Table 4.
Advertising techniques employed in food advertisements (ads) for processed and ultra-processed (PUPF) food products aired on eight selected Argentinean television channels, November and December 2013 and January 2014 (n 3187), by audience category
| Advertising technique | % of total PUPF ads (n 3187) | % of general audience PUPF ads (n 2095) | % of child audience PUPF ads (n 1092) |
|---|---|---|---|
| Flavour/aroma/texture references | 48·2 | 44·3 | 55·8** |
| Appearance of male children/adolescents | 40·6 | 38·8 | 44·0** |
| Appearance of female children/adolescents | 31·0 | 26·3 | 40·1** |
| Health/wellness references | 25·1 | 27·7 | 20·1** |
| Showing of product/company website | 24·2 | 20·8 | 30·7** |
| Cartoon characters | 18·1 | 4·6 | 44·0** |
| Celebrity endorsement | 15·5 | 20·5 | 6·1** |
| Promotions and giveaways | 16·8 | 8·2 | 33·5** |
| Event sponsorship | 8·7 | 8·3 | 9·3 |
| Action/energy references | 7·4 | 4·4 | 13·0** |
Proportions were significantly different from those of the general audience category: **P<0·01.